In preparing real estate marketing copy, one of the specific details to keep in mind is the type of marketing piece you are writing. Simplify the process by following seven easy steps to ensure you get the message to the reader in an effective way. The Real Estate Action Marketing 7-Step Copy System offers a reliable way to format any real estate marketing piece, so you can focus your efforts on creating effective content.
The first step is to know your audience. Know what type of real estate clients you are writing the copy to reach and understand what expectations these clients have. Consider the unique qualities of your audience and what you can say to reach them.
The second step closely relates to the first step: determine the purpose you have for the real estate marketing copy. The ideas you convey to your audience changes as the purpose of the marketing piece changes. When you understand the purpose for the marketing piece, it narrows the focus of the piece so you only include necessary and effective information.
The next steps, steps three through six, pertain to the content you include in the piece. Step three is to grab the attention of your intended audience to keep him or her reading the rest of what you have to say. Bear in mind that you have 20 seconds (or less) to accomplish this.
The title, headline and opening sentence of your marketing piece are some of the most important portions of your real estate marketing copy. If the reader isn’t interested at the beginning, it’s unlikely he or she will make it to the end of the marketing copy.
The fourth step is to motivate the reader to proceed through reading the rest of the copy. Develop a message that gets your point across simply and concisely. The supporting copy should backup the promise you make in your title or headline. Don’t make promises in the beginning that you do not deliver.
Step five is pointing out the benefits that your real estate services offer clients. Highlight the list of benefits the client gains, acquires, or experiences by working with you over the competition. When you highlight the advantages of your services, clients can see the added value you provide to their real estate transactions.
Step six applies to wrapping up the piece. By the end of the copy you are ready to add a call to action. Tell the client what you want them to do next-call you, email you or attend an upcoming open house. Rather than leaving the reader hanging, “close the deal” by telling the reader what you want them to do next. Give them a link to visit on your website. Tell them to call you to schedule an appointment. Whatever it is you want them to do, tell them.
Step seven has everything to do with getting your real estate content in front of the intended audience. The key element to step seven is to distribute the marketing piece you have created. Even if your content is the best real estate copy ever created, it’s not doing your business or your clients any good unless someone reads it.